Central to observation is the perception of behavior or behavioral expressions of the respondent by an observer; for instance in the spontaneous, unspoken reaction to a product or piece of information. All observable data, gestures, facial expressions are noted in the very moment they occur and recorded for further analysis. In closing discussions, it’s possible to reflect on those spontaneously expressed behaviors or reactions with the respondent, to broach those issues and go into more depth on specific points in order to understand and explain the motivations behind those behaviors and expressions.